A need to simplify the renewal process
AAA is always there for its customers, but when it comes to membership renewals, its customers weren’t always there back. It’s not unusual — the membership renewal message is often the hardest customer interaction — but a lack of engagement was costing AAA customers, and depriving customers of help they could trust.
If you’ve been a member of AAA for 20 years, two things are probably true:
- You’re going to keep renewing
- AAA has your landline, not your mobile
Then there are the folks who have been members for less than five years — this is the audience AAA W&CNY was having the most difficult time renewing. They also represent the greatest opportunity, given that they’re most likely to have mobile numbers on file. "Traditional reminders like emails or phone calls weren’t successful. We felt that texting was a better way to reach this younger demographic," says Tae Kim, COO of AAA W&CNY.
AAA believed that people weren’t renewing because they didn’t see the renewal notice, or they’d put it off for later. It’s all well and good to get a membership renewal letter in the mail, but if you’re not reading it while sitting in front of the renewal form, you’re extremely likely to set it aside and, ultimately, forget about it altogether.